Almost two thirds of UK consumers would like the option to view only British produce when they shop online, according to new research.

The YouGov poll of 2,246 adults also discovered that 81% of respondents felt there should be the same amount of information regarding country of origin on websites as there is on food packaging in-store.

Meurig Raymond, president of the National Farmers Union (NFU), which commissioned the survey, ​said it would be “good practice”​

for retailers selling online to use a British flag on their listings page to highlight British products.

“… we know from public surveys that shoppers want to buy more British food products produced on British farms,” ​he explained.

“A British ‘filter button’ would give online shoppers the ability to easily choose British products.”​

COOL and controversial​

In March, UK farming minister George Eustice said he was looking at the idea of an online search function in order to promote home-grown produce. However, it might not be straightforward given EU regulations on country of origin labelling (COOL).

Under current laws there is already mandatory labelling on poultry, pigs, lamb and beef, but member states can also introduce additional labelling for specific food categories, including an indication of origin, provided they can justify the move is to protect public health or consumers.

Supporters believe the labelling will restore trust, improve transparency and help shoppers support local producers. “Why are manufacturers hiding [this information]?”​ is the argument often put forward by campaigners.

The last EU-wide consumer survey, back in 2013, showed strong support for the labels on processed foods (90% considered it important) and milk (84%). Backing for the measures is only likely to have intensified since – food safety and transparency are currently front of mind following the Brexit vote and the controversial Transatlantic Trade and Investment Partnership (TTIP).